Soundtracks For Your Dressing Room

Dressing rooms are always too quiet and vanilla, or is that just where I shop? Here is some cool work from DDB Singapore for StarHub Music Store in Singapore--sort of like iTunes. It combines music and fashion, making use of RFID chips on clothing in a store to trigger songs in the dressing rooms that work as a unique soundtracks to that garments. 10,000 songs were used, from 16 genres, for 8 clothing brands in 42 stores. Texts were sent to the customers with an offer to download the song playing. Songs weren't just given away--this work actually boosted paid music downloads at Starhub by 21%.

I wonder how they dealt with all the songs being triggered at once in a busy suite of dressing rooms?